Talk about growing from the ground up. NaturaLawn of America, a
natural, organic-based lawn-care franchise, has redefined the term
with its Employee Franchise Ownership Program. The incentive plan,
implemented 21/2 years ago, offers permanent
employees $2,500 in credit each year toward the purchase of their
own franchises.

The plan allows full-time employees, over an eight-year span, to
earn up to $20,000 in credit to use towards financing their own
franchise. No employee can cash in credits before completing three
years of full-time work. Existing franchisees, however, can expand
their own businesses by providing the working funds necessary to
partner with employees who aren't able to obtain franchises on
their own. "An interesting, dynamic cycle tends to takes place
as more and more employees take advantage of [the program] and more
franchisees want to purchase an additional location," says
Loeb.

With more than 50 NaturaLawn of America locations throughout the
United States and Canada, and franchise owners now looking to add
multiple locations, a growth rate of more than 30 percent is
anticipated by the end of the year. Clearly, the potential for
growth is there, and has already manifested itself in many ways.
"[The program] allows the employees to attain their goals of
owning a franchise, knowing they have not only the original
franchisee supporting them, but our home office as well," Loeb
says. "It's a win-win situation."